Hisense and Beko are highlighted as “the brands to watch” by Kantar, the data, insights and consulting company.
As part of its 2020 Domestic Appliance Awards, Kantar names a host of leading domestic appliance manufacturers across a range of categories, including Miele labelled as ‘most trustworthy’.
Based on direct consumer feedback from Worldpanel’s Comtech Domestic Appliance panel, which surveys 45,000 homes in Europe’s five biggest markets, Kantar has also identified the winners in Online, Design and Style, Innovation in Premium, Value, and Biggest Brand.
The 2020 full list is detailed below.
Piers Moore, Global Home Insight Director at Kantar, Worldpanel Division, commented: “As we know, the impact of COVID-19 has been felt across Europe in many categories and MDAs have not escaped totally unscathed.
“However, as people embraced the enforced home experience, the importance of their core household appliances became apparent. Fridges/freezers, ovens, dishwashers, washing machines and dryers all need to function well in order to rise to the challenge of stockpiling and to keep families continuously clean and fed. This has enabled the MDA categories to be fairly resilient to the full impact of the pandemic with the DA market growing one per cent year-on-year (Installed Base).”
Online winner: LG
LG managed to increase its EU5 sales online by 50 per cent year-on-year, “an impressive feat which deserves recognition”, Kantar said. Other contenders which have significantly grown their online sales are Samsung and Hotpoint.
Design and Style winner: Samsung
For style-conscious consumers, Samsung remains the machine of choice with 25 per cent of recent Samsung purchasers saying design and style was an important factor in their decision-making process. As a premium purchase this is not necessarily surprising. Kantar said Samsung has led the way in recent years with many other brands following its example.
Innovation in Premium winner: AEG
This is the area we see the biggest change by category, but overall AEG has emerged with the biggest proportion of its premium purchasers, 19.3 per cent choosing the brand because of innovation. AEG prides itself on combining form with function, and the integration of intelligent technology with responsive design has resonated with consumers. LG and Samsung also follow closely behind.
‘Value for Me’ winner: Beko
Value is not just about being the cheapest, it is about delivering a great product at a good price, as 25.4 per cent of its recent Beko purchasers say that ‘value for me’ was the reason for purchase. Its impact has grown significantly across all EU5 markets in all MDA categories. “We expect to see a lot more from this brand over the next couple of years,” the consulting company reported.
In a year where consumers surely need to have faith in a brand, the German brands seem to deliver most on this metric. Miele dominates this award with over 26 per cent of consumers choosing the brand as they wanted a trustworthy and high-quality brand. Siemens and Bosch are similarly trusted brands. Particularly at times of economic and social stress, constancy and trust, hallmarks of a strong brand, really come to the fore.
Biggest Brand: Bosch
Overall, across categories and markets in the EU5, Bosch is the most chosen brand, reflected in both total sales in 2020 (13 per cent) and in the total market installed base (13 per cent). “It is still the brand most people think of when considering any MDA in Europe and that translates into penetration and sales,” said the Kantar panel. “Without doubt, Bosch is still the brand that delivers in total numbers. Also keep a keen eye on Samsung as it continues to grow.”
Ones To Watch: Hisense and Beko
Hisense is an exciting brand to watch this year, with improvements in penetration and more satisfied customers. As a brand it is focusing on refrigeration and washing machines, hitting some key areas such as ‘value for me’ and ‘design and style’. Beko also deserves a mention as the brand continues its growth across Europe.